Roxbury Main Streets: Nubian Square Revitalization Strategy

From The Desk of Robert M. George, Executive Director, Roxbury Main Streets

Roxbury Main Streets is leading a transformative effort focused on the ongoing development of the Roxbury business community, especially in the heart of Nubian Square. Through a collaborative approach, the organization is implementing five strategic initiatives designed to revitalize the district, support inclusive economic growth, and reinforce Nubian Square’s status as a cultural and commercial hub.

1. Improve Perception of Safety in Nubian Square

Issue: Safety concerns, especially at night, remain a top issue among residents and business owners.

Action: Replace stationary police cruisers with regular foot patrols to foster community trust and deter negative activity.

Ongoing Initiative: Biweekly meetings and district walkthroughs with:

• Boston Police B2 District

• MBTA Transit Police Superintendent

• City of Boston Public Works Department

• Boston Public Health Commission

• Local residents and business owners

Impact:

• Regular Boston Police foot patrols implemented

• Improved street cleanliness and maintenance

• Reduced loitering and homelessness

• Strengthened community-government collaboration

Goal: Ensure a safe, welcoming environment for residents, visitors, and businesses at all hours.

2. Expand and Diversify Nubian Square's Retail Base

Issue: The district needs to preserve core retail while attracting new, diverse offerings.

Action Plan:

• Strengthen convenience retail and lunch spots

• Recruit entertainment and dining venues

• Attract younger, culturally diverse businesses

• Encourage entrepreneurial, independent retailers

Partners:

• City of Boston Small Business Development Office

• Local community organizations

• Media and marketing partners

Goal: Establish Nubian Square as a dynamic economic and cultural destination.

3. Promote Mixed-Income Residential Development

Issue: The district needs market-rate housing to sustain retail while preserving affordability.

Strategy:

• Support developments blending affordable and market-rate units

• Preserve existing affordable housing

• Align housing initiatives with community goals

Current Status: Multiple mixed-income projects are underway.

Lead Entities:

• Private developers

• City of Boston

• Roxbury Main Streets

Goal: Promote inclusive growth and a sustainable, balanced community.

4. Improve Public Realm and Shared Amenities

Issue: Outdated infrastructure and limited parking hurt accessibility and appeal.

Action Steps:

• Finalize and launch a new parking strategy

• Construct a 500-space underground garage 

• Require parking in new developments

• Enhance building façades, signage, and streetscapes

Goal: Double available parking by 2028 and enhance the district’s visual and functional appeal.

Partners:

• Private developers

• City of Boston

• Roxbury Main Streets

• Neighborhood residents

5. Execute a Coordinated Nubian Square Marketing Strategy

Issue: Lack of unified branding and marketing limits the district’s visibility.

Action Plan:

• Launch seasonal campaigns and cultural events

• Promote milestones and community stories

• Develop professional branding and marketing materials

Goal: Strengthen Nubian Square’s market presence, increase sales for local businesses, and boost its regional appeal.

Expanded Vision: Nubian Square has historically been a vibrant entertainment and dining hub. Rooted in Afrocentric culture, it remains a symbol of Boston’s racial and cultural diversity. Through compelling storytelling, dynamic events, and strategic branding, Roxbury Main Streets will reclaim and elevate this identity—making Nubian Square a must-visit destination for culture, commerce, and connection.